WOMO

WOMO is an Italian men's grooming and body-care brand founded in 2012 by the Percassi Group, the Bergamo-based cosmetics and retail company behind KIKO Milano [4]. Registered as Womo Srl in Bergamo, the brand built its identity around what it calls the "man on the move" — a contemporary man living a fast, mobile life — and sells fragrances, skincare, shaving products and accessories under an Italian-style banner. The name is an initialism for "What Original Men Own" [5].

WOMO was created by the Percassi Group rather than by a single named founder. The company traces its start to 2012, the same year the group acquired the make-up brand Madina and folded its own new men's line into a growing cosmetics portfolio [4]. On its about page, the brand says it "opened its doors in 2012" and frames itself as a house built on "Italian style" and product quality.

The brand's registered office sits in Bergamo, the northern Italian city that is also the Percassi group's home base [3]. Its public-facing identity, however, has centred on Milan, where its flagship retail concept opened a couple of years later.

In 2014, WOMO opened a flagship store in Milan on Via Dante, pairing a WOMO shop with a barbershop under the Bullfrog name [5]. Trade coverage described Bullfrog as a 1930s-style barbershop offering hair, beard and moustache services, blending Italian shaving traditions with North American barber styles. The barbershop later operated as WOMO's in-store grooming concept.

In July 2019, the brand announced an expansion into India through a partnership between Percassi and Reliance Brands, a subsidiary of Reliance Industries [6]. Press reports at the time described an exclusive distribution arrangement linked to Genesis Luxury, with a first flagship store planned for Mumbai in the first half of 2020 [8]. The move was presented as part of a wider international growth strategy.

WOMO belongs to the Percassi Group and, more specifically, sits within the holding company Odissea Srl. Wikipedia's article on group president Antonio Percassi lists Odissea's cosmetics brands as KIKO Milano, Madina and WOMO, alongside other Percassi ventures [4]. That places WOMO as a sister brand to KIKO Milano, one of the group's largest cosmetics names.

The brand centres its identity on the modern man leading what it describes as "a hectic life in mobility and continuous evolution." From that idea it positions its range as everyday personal-care products framed by Italian style, tradition and quality. Its tagline, used across its store, is "Man on the Move."

WOMO's catalogue spans fragrance, grooming and shaving, skincare and body care, along with accessories. Its fragrance line includes eau de parfum and eau de toilette scents such as Black Tobacco, Black Oud and Koh Tao, while its grooming range carries products like the Agnostico multi-function balm and an exfoliating beard-wash paste. The retail model has been multi-channel, combining direct online sales with physical stores and the in-house Bullfrog barbershop service [6].

WOMO remains active. Its direct-to-consumer store carries a current catalogue and lists active Instagram and Facebook accounts, and the site footer shows a 2023 copyright for Womo Srl. As a sub-brand of the sizeable and active Percassi group, it continues to trade, though its most recent widely reported milestone — the 2019 India expansion — and the 2023 site copyright are the strongest dated public markers of activity.